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Essentials of Marketing Research

by Kumar, V.

  • ISBN: 9780471170686
  • ISBN10: 0471170682

Essentials of Marketing Research

by Kumar, V.

  • List Price: $83.95
  • Binding: Hardcover
  • Publisher: John Wiley & Sons
  • Publish date: 02/01/2003
  • ISBN: 9780471170686
  • ISBN10: 0471170682
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Description: Managers all over the world make decisions on product- and service-related issues on a regular basis. Defining, generating, managing, and interpreting information becomes an integral part of every organization. This book describes the major steps in the marketing research process. It starts by detailing the importance of marketing research, the role it plays in the organization, and how it helps with managerial decision making. It then takes a micro-level approach, detailing each step of the marketing research process.
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